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HRSA’s National Bullying Prevention Campaign

Take A Stand. Lend A Hand. Stop Bullying

Now!

August, 2004

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Definition of Bullying

A child is being bullied when he/she is exposed, repeatedly and over time, to negative actions on the part of one or more children.

Bullying implies an imbalance in power or strength.

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Direct Bullying

Physical

Verbal

Non-verbal/ Non-physical

Hitting, kicking, shoving

Taunting, teasing, name calling

Threatening gestures

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Indirect Bullying

Physical

Verbal

Non-verbal/ Non-physical

Have a peer assault someone

Rumor-spreading, gossip

Exclusion, friendship manipulation, threatening e-mail

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Gender Differences

Most studies find that boys bully more than girls

Boys report being bullied by boys; girls are bullied by boys and girls

Boys are more likely than girls to be physically bullied by their peers

Girls are more likely to be bullied through rumor-spreading, sexual comments, social exclusion and social cruelty

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Conditions Surrounding Bullying

Children usually are bullied by one child or a small group

Common locations: playground, classroom, lunchroom, halls, bathrooms

Bullying is more common at school than on the way to/from school

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Prevalence/Harm

30% of students reported moderate or frequent involvement in bullying (Nansel) 19% report they bullied 17% report being bullied

(6% report they both bullied and were bullied) This translates to over 5 1/2 million youth

Involvement in bullying is correlated to violent and other anti-social behaviors (e.g., smoking, drinking alcohol, theft, possessing weapons, and poorer academic achievement)

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Bullying is Related To...

Vandalism Fighting Theft Drinking of alcohol; smoking Truancy, school drop-out High-risk gun ownership

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Effects of Bullying on its Victims

Low self-esteem Depression Loneliness Anxiety School absenteeism Reports of poorer general health Migraine headaches Suicidal ideation

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What Works?

What is required to reduce bullying in schools is nothing less than a change in the school climate and in norms for behavior.

This requires a comprehensive, school-wide effort involving the entire school community.

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Campaign History

Congressionally funded through the CDC’s National Youth Media Campaigns (2001)

Primary audience for all campaigns: Tweens (youth aged 9 through 13)

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Leadership Team HRSA

Elizabeth Duke, HRSA Administrator Kay Garvey, Office of Communications Director

MCHB Peter van Dyck, Associate Administrator Stephanie Bryn, Project Officer

Widmeyer Communications Jason Smith, Campaign contractor

Clemson University Susan Limber, Campaign subcontractor &

bullying prevention expert

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Campaign Goals:

Raise awareness about bullying Prevent and reduce bullying

behaviors Identify appropriate interventions for

tweens and other target audiences Foster and enhance linkages

between public health, education and other partners

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Campaign Timeline

Two years in development (01-03)

Launch: March, 2004 Telecast: April, 2004 view at www.mchcom.comPhase 2~~~Sept. 2004Updates, translation into Spanish, T-TA, new webisodes, comic books

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Campaign Research

Environmental scan Focus groups & in-depth interviews Extensive involvement of our Youth Expert

Panel Diverse group of 20 tweens, 4 teens 12 states represented Bullied children, children who bully, and bystanders Racially and socio-economically diverse

Steering Committee of Campaign Partners 5 Implementation Working Groups (IWG) Education, health & safety, mental health, law enforcement & justice, youth-serving

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Campaign Supporters A World Of Difference Institute/Anti-Defamation League American Academy of Pediatrics American Association of School Administrators American Counseling Association American Federation of Teachers American Medical Association American Medical Association Alliance American Occupational Therapy Association American Public Health Association American School Counselors Association American School Health Association Anti-Defamation League Association of Maternal and Child Health Programs Big Brothers Big Sisters of America Boys and Girls Clubs of America Center on Children and the Law, American Bar

Association Child Welfare League of America Children and Adults with Attention Deficit Disorder Children’s Safety Network Colorado Attorney General’s Office Council of Chief State School Officers Emergency Nurses Association Family, Career & Community Leaders of America Fight Crime: Invest in Kids Gay, Lesbian & Straight Education Network Girls Scouts of USA Leawood Police Department National 4-H Council National Alliance for Hispanic Health National Assembly on School-Based Health Care National Association of for Sport and Physical Education National Association of Pediatric Nurse Associates &

Practitioners

• National Association of police Athletic Leagues• National Association of School Nurses• National Association of School Psychologists• National Association of School Resource Officers• National Association of Secondary School Principals• National Association of Social Workers• National Center for Victims of Crime• National Crime Prevention Council• National Education Association • National Federation For Catholic Youth Ministry• National Mental health Association• National Middle School Association• National Organizations for Youth Safety• National Parent Teachers Association• National Peer Helpers Association• National School Boards Association• New Jersey State Bar Foundation• Prevent Childe Abuse America• Safe USA • School Social Work Association of America• Society of Adolescent Medicine• Society of Pediatric Nurses• State & Territorial Injury Prevention Directors’ Association• State Adolescent Health Coordinators Network• Students Against Destructive Decisions• The ASPIRA Association, Inc• U.S. Department of Education, Office of Safe and Drug Free Schools• U.S. Department of Health and Human Services• U.S. Dept of Justice, Office of Juvenile Justice & Delinquency Prevention• United National Indian Tribal Youth • Young Life, Wyldlife Ministries• YMCA of Mohawk Valley

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Campaign Components

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Animated Serial Comic

Twelve two-minute “webisodes” New episode posted every 2

weeks Entertaining to tweens Modeling positive behaviors Interactive

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Public Service Announcements

For television, radio, and print Different spots target:

Youth bystanders Children who are bullied Adults

National Association of Broadcasters will distribute PSAs

NBC “The More You Know” 2nd season

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Campaign Resource Kit

Two components:1) Clearinghouse of existing bullying

prevention programs & resources2) New bullying prevention resources

Created to address needs expressed by campaign partners

Developed by bullying prevention experts Web: www.stopbullyingnow.hrsa.gov or hard-copy via HRSA Helpline 888-ASK-HRSA

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Campaign

Communications Kit

For use by partner organizations, schools, businesses, communities

News media materials Resources tailored to local news

media efforts (templates, PSAs) Web-based and also available in

hard-copy

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Campaign Launch Event

March 1, 2004, 11:00 AM KIPP Key Academy, Washington, DC Involvement by:

Surgeon General and HRSA Administrator US Departments of Education and Justice Youth Expert Panel Partners

Premiere PSAs, Webisodes/Web site, other key components of campaign

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National Teleconference

April 19, 2004 7:30-9 pm EDT www.mchcom.com Live, working teleconference to help key

audiences adopt campaign components Platform for showcasing “What Works”

in bullying prevention Participation by representatives of

DHHS, DEd, DOJ, and others Participation by Campaign partners and

Youth Expert Panel

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Contact:

Stephanie Bryn, MPH Director, Injury and Violence

Prevention HRSA/MCHB sbryn@hrsa.gov